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As the world regained a sense of post-pandemic normalcy in 2023, a number of consumer trends made waves across industries. From fashion and culture to food and beverage, Indian audiences loved indulging in experiences that elevate and add to their lifestyles. Some of these trends are here to stay in 2024, as consumers are likely to delve into these enduring experiences more so. From savvy health solutions to a spirits revolution of sorts, here are 5 trends that are set to rule this year (too)!

Convenience meets consciousness as consumers embrace the era of healthier instant foods. Considering modern, fast-paced lives and the growing need for quick meals at your fingertips, brands such as Yu and Sorrentina are rising to the occasion. Offering zero-preservative, chef-crafted instant foods, Yu is elevating the smart-snacking game for consumers. Products such as their Red Hot Noodles, Kung Pao Chicken Noodles and Assorted Oats, among others, make for satisfying and comforting instant meals that are also guilt-free. Similarly, Sorrentina’s Basil Seed Pesto brings to you the vibrant essence of fresh basil and the richness of fine parmesan cheese, providing an easy way to elevate your healthy experiments at home.

Drunching Experiences

It’s 2024 and the definition of a good time has gone beyond dinners and late-night revelry. This shall be the year of indulgent brunches and daytime experiences fueled by a love for sipping drinks and cocktails. Be it at your favourite café or a house party, complement the culinary with innovative cocktails such as a Ballantine’s Cinnamon Old Fashioned. Made with Ballantine’s 7 American Barrel Whisky, cinnamon syrup and garnished with an orange peel, the cocktail is a tasty twist on the classic old fashioned. If vodka is your cup of tea, whip up a quick Absolut Appletini, a classic 90’s vodka cocktail, simply made with lemon juice, apple juice, syrup and Absolut, complete with your choice of garnish on an olive spear on top. Engaging creative experiences such as pottery and ‘sip and draw’ classes, enhanced when accompanied by your favourite drinks, are gaining popularity in metro cities. The light and elegant Jacob’s Creek Sparkling Chardonnay Pinot Noir makes for a perfect companion on such occasions. Those who do not enjoy alcohol can still join the party with Jacob’s Creek Unvined Riesling, a non-alcoholic wine that comes with the taste of sweet baked apples and stone fruit flavours.

Rise of Homegrown Indian Spirits

Over the last few years, homegrown Indian spirits have been under the limelight. From gins to dark spirits, Indians as well as consumers abroad are showing keen interest in indigenous Indian spirits. Speaking of the whisky segment in particular, new 

brands such as Indri and Longitude 77 have put India on the world map of premium single malts like never before. Indri-Trini takes pride in being India's first triple-cask single malt bottled at 42.8% abv. It is matured in ex-bourbon, ex-French wine and PX Sherry casks, which render a unique flavour to the liquid. It is meticulously handcrafted from classic 6-row Indian barley, carrying a deep amber colour and notes of caramelized pineapple, vanilla, black tea, raisins, honey and a long aftertaste of sweet fruity flavours. In December 2023, Pernod Ricard India announced the launch of Longitude 77, a premium single malt that celebrates authentic contemporary Indian luxury. It pays homage to the country’s enchanting spirit, historical craftsmanship, diverse culture, breathtaking landscape and unique terroir. Inspired by the line of longitude that passes through the length of India at 77° East, it is symbolic of India’s position on the world map. Piccadily Distilleries, the company that’s created Indri, also introduced India’s first pure cane juice rum, Camikara. Available in a 12-year-old and 3-year-old variant, it is a departure from the myth that rum is a seasonal spirit; it is a versatile drink, a rum like no other. Savour the experience with fine Indian whiskies and rums, ushering in a spirited revolution.

Old Money Aesthetic

The allure of timeless, classic fashion or the ‘old money’ aesthetic continues to win hearts. Characterised by classic attire, monochromatic elegance and sophisticated dressing, the trend appeals to consumers who love keeping their outfits simple yet powerful. Something like the Party Punch, a stylized contrast collar satin shirt from Kingdom of White, a premium menswear brand offering an exquisite range of white apparel ranging from beachwear to formals, perfectly fits the aesthetic. 

G-local Bites

The culinary landscape of the country is richer than ever. Thanks to the rise of gourmet F&B brands in the industry, getting a beloved foreign cuisine on your plate takes a matter of minutes. Take a virtual trip to Italy with Sorrentina’s range of authentic Italian delicacies. From their ethereal Tiramisu to handcrafted Spinach and Ricotta Ravioli, each offering transports you to the streets of Italy. Similarly, sitting in the comfort of your homes, you can experience the benchmark of New Zealand varietal winemaking with the Brancott Estate Marlborough Sauvignon Blanc. Each wine in the Brancott Estate range is crafted in a style that epitomises the unique character and flavour of the growing region, and the beautifully balanced Marlborough Sauvignon Blanc is no different! Or traverse the vibrant and colourful passion that modern-day Spain offers with Campo Viejo Tempranillo; the Spanish wine is soft and fresh on the palate, with a long finish that leaves a taste of red fruit, vanilla and cocoa. Uncork a bottle of Campo Viejo and enjoy the rich contemporary expression of La Rioja.